One of our buyer-led sessions at the 4th Annual Print Buyers Conference this fall will be a panel discussion among four senior-level print buyers on how to drive value for one's company.

Leading that discussion will be Arlene Ouellette, Director of Marketing Operations for Brookstone in NH. Arlene started with Brookstone in 1994. Her role there has evolved into much more than a print production specialist.

Today's Print Tip highlights the need for professional print buyers to focus on adding value for their employers, particularly in a recession.

I asked Arlene eight questions about her session on November 4th.

1. Who else will be on your buyer panel at the Conference, Arlene?

   A diverse team of four buyers will join forces to provide the audience with actionable ways to bring value. Joining me will be Jill Connolly from Analog Devices, Curtis Stoddard of SuperValu and Rebecca Krause from BJ’s Wholesale Club.

2. Do all of the panelists have specific "value-added" responsibilities, in addition to sourcing print? What can you tell us about that?

   We advocate that a corporate responsibility exists to contribute every day in ways to ensure our company succeeds. Although job responsibilities often don’t specifically reflect these activities, the value they bring – the value WE bring to our employer by performing them – is very powerful. You’ll have to attend the session to hear just how powerful they can be!

3. In your experience, how has the role of the professional print buyer changed most significantly in the past year or so?

   Indeed the role has changed, and has been changing for several years. These changes reflect continued changes in marketing overall. In my personal experience, I’ve found professional print buyers need to act as internal consultants, offering creative solutions to complex marketing and financial challenges. Print buyers are smart, technical, analytical and think full-circle – and are being asked to stretch in many directions tangent to these skills. Although this is a time of change, it’s also an exciting time full of opportunity.

4. Despite a decrease in the volume of print purchased by corporations, would you agree that most professional buyers are still loyal to their service providers - or has that gone out the window?

   In my travels, I hear a pretty wide mix of responses to this question, depending upon the pressure to change cost structures. Some service providers are unwilling or unable to negotiate to the degree companies require. In some cases, buyers must abandon old loyalties and seek new providers that can meet these new expectations. This doesn’t mean we have to break all ties of course, and good long-standing relationships, I believe, never disappear completely.

5. What are you personally doing to expand your role these days?

   Change is now the norm as companies quickly seek ways to weather this current economic situation. I have positioned myself as a change agent by seeking out opportunities (be it processes, procedures or suppliers – and not always print related) and architecting changes that save time and money yet protect the brand. Yes, I’ve placed myself directly in the line of fire, and those that know me might say "what else is new!"

6. Are you (is Brookstone) branching out into any of the social media channels for marketing purposes?

   Absolutely! It's the "wild west gold rush" of marketing, but we're out there and working hard to find the gold nuggets. Brookstone has operated in the multi-channel model for decades now, and we view social media as a natural continuation of that business model.

7. What is the value of attending a national print buyers conference in economic times like these?

   Those of us in this field have witnessed first-hand many changes over the years, and 2009 is full of new challenges. Staying educated, informed and current with our industry means we can approach our current jobs or an interview with the renewed energy that a "toolbox" full of fresh ideas brings.

8. What will be the major "takeaways" for attendees at your session?

   We hope that by sharing our experiences and successes, we help generate sparks that ignite ideas and actions for each and every attendee.

Thanks, Arlene! I know that your session at our conference will be popular.

To attend this buyer-led panel, "Driving Value for Your Company: How Successful Print Production Pros Make It Happen," select this option on Wed., November 4th, from 1:45 - 2:45 pm, when you register online at www.printbuyersconference.com